Salesforce User Profile Customization
// THE_CHALLENGE
The challenge was to transform the post-purchase experience for attendees of the Formula 1 Mexican Grand Prix. The standard Salesforce profile page was rigid and didn't reflect the exclusivity of the event. The goal was to redesign and restructure this space into a personalized user hub, where the visualization of complex data collected during registration was presented in a clear, aesthetically pleasing, and functional way.
// STRATEGY & EXECUTION
I led the user interface (UI) redesign and collaborated closely with the IT team for a high-level technical implementation:
+ Art Direction and UI Design: I created specific graphic guidelines for the Salesforce environment, generating all visual assets (logos, favicons, slides, and product photography) to ensure the portal felt like a premium extension of the F1 brand.
+ Custom Front-End Development: I implemented custom HTML and CSS code to break with Salesforce’s native aesthetic, achieving a unique interface that prioritized visual hierarchy and readability.
+ IT Collaboration and Data Restructuring: I worked closely with the systems team to modify the website architecture. The focus was on transforming the collected raw data into useful and user-friendly information, facilitating the management of benefits and access.
+ User Experience (UX) Optimization: I designed a more intuitive navigation flow within the profile, ensuring that each user could find their purchase data and preferences immediately and without friction.